How to Improve Your Social Media Marketing Using the 80/20 Rule
Social media is just that – social. There’s a reason it’s not called “SOLD-cial” media.
One of the most common mistakes I see companies make on social media is overpromoting their products/services while not adding value for their audience.
86% of consumers follow brands on social media
60% will unfollow these brands if they consistently see promotions.
While it is tempting to make every single post about a product or service your company provides, it isn’t what your customers are looking for.
This is where the 80/20 rule comes in.
What is the 80/20 marketing rule?
The 80/20 Rule is used throughout marketing to explain a number of phenomena. As it pertains to social media, the 80/20 rule explains that 80 percent of the content you share on your company’s social media channels should be informational, entertaining and valuable for your consumers. This type of content helps you position your company according to your marketing goals.
The other 20 percent of your content should be based on the products and services your business offers. This 20 percent also includes things like promotional codes, sales and testimonials.
The 80 Percent:
Social media was created as a relationship builder – this isn’t only true for individuals; businesses benefit from creating relationships through social media, too! This is done in several ways.
First, your company needs to create and share relevant content that your consumers want to read and engage with. This content should be relevant to your industry and customers as well as provide them value. This content should be your best effort at building the relationship and trust between you and your following. When you deliver great, informative content, your company is building a trustworthy foundation your audience needs to identify with you. (AKA branding).
The key to mastering social media marketing is to avoid the “used car salesman” pushy pitches and build relationships with your target market. This approach to social media marketing keeps your customers following your page and engaged, which also helps get your content in front of more potential customers because social media platforms reward great content that is getting high engagement by showing it to others.
The 20 percent
The other 20 percent of your social media marketing should be promotional. This includes the products and services you offer, discounts, specials, etc. Your content should be compelling, persuasive, and use a call to action, telling your audience what their next step is.
Overshooting the 20 percent on a regular basis can be the kiss of death on social media. Not only will it bore your visitors, but it also ruins your sales efforts before they even get started. Build a community that comes to you for valuable information, and they will also come to you when they need your products and services.
Are you utilizing the 80/20 rule in your social media marketing strategy? To start building your community of customers,